2009 ECHO Award - AMDIA

GOLD
BLUE CROSS AND BLUE SHIELD OF
FLORIDA WANTED TO ADDRESS
CONSUMERS’ CONCERNS that insurance is
impersonal and confusing and, to communicate
that the best health care requires personalized
solutions. Targeting uninsured and self-insured
Floridians, BCBSF sought to enhance brand
image and engage consumers in a dialogue to
improve their health care. BCBSF launched a
multimedia campaign in key markets and geotargeted
online media to promote a microsite
where people could interact with the company.
The campaign site attracted 153,500 visitors,
increased BCBSF’s positive brand media visibility from a
pre-launch 38% to 73% in the quarter post launch, and
led to an affordable plan called “GoBlue.”
CAMPAIGN NAME – The Power of the Human Voice
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Draftfcb
EVP, GROUP CREATIVE DIRECTOR – John Claxton
SVP, CREATIVE DIRECTOR – Kurt Fries
CREATIVE DIRECTOR – Laura Keeler
INTERACTIVE CREATIVE DIRECTOR – Jason Koerner
EVP, GROUP MANAGEMENT DIRECTOR – Sandy Kolkey
SVP, MANAGEMENT DIRECTOR – Margo Conant
VP, ACCOUNT DIRECTOR – Catie Jacobsen
ASSOCIATE MEDIA DIRECTOR – Heather Orsanic
MEDIA SUPERVISOR – Lindsay Wasenko
DIRECTOR, STRATEGIC PLANNING – Michael Mistele
CLIENT – Blue Cross and Blue Shield of Florida (BCBSF)
VP, BRAND AND MARKETING COMMUNICATIONS – Sheri Manning
INSURANCE
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